Retail Trend Imitation: A Controversy Between Firms of Europe and North America

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Kittichai "Tu" Watchravesringkan, Associate Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: Intellectual property legislation exists to protect firm offerings or innovations from being mimicked by others without authorization, among other reasons. Despite its global ascension to simplify registration and expand the bounds of protection for firms, intellectual property law does not completely prevent the practice of imitation, in part because not all forms of it are illegal. Certain products, namely apparel and accessories, have historically not received much protection on an international level, resulting in a market saturated with copies. This has fueled a long-standing controversy and provoked a number of high-profile lawsuits (primarily involving defendants from the U.S. and European plaintiffs). In an effort to respond to the question of the true effect of imitations, this paper discusses the background of, and literature on, imitation practices in the industry, a typology of imitations that explains the controversy, empirical evidence on the topic and issues therewith, and future research directions.

Additional Information

International Journal of Business, 24(1)
Language: English
Date: 2019
international business administration, risk management, intellectual property, intellectual capital, marketing

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